Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for.
Relevancy is determined by
Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given.
Performance: How fast is your site and does it work properly?
Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that’s available?
User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?
What Search Engines Are NOT Looking For
Search engine bots only have a certain amount of data storage, so if you’re performing shady tactics or trying to trick them, chances are you’re going to be discovered. Items the search engines don’t want are:
Keyword Stuffing: Overuse of keywords on your pages.
Purchased Links: Buying links will get you nowhere when it comes to SEO, so be warned.
Poor User Experience: Make it easy for the user to get around. Too many ads and making it too difficult for people to find content they’re looking for will only increase your bounce rate.